From Likes to Results: Overcoming the Failures of Instagram Influencer Marketing in the Philippines

Are you wondering why some Instagram influencer campaigns fail to deliver the desired results? In the dynamic realm of social media marketing in the Philippines, understanding the reasons behind these failures is crucial for brands looking to make a lasting impact. In this article, we delve into the common pitfalls that hinder the success of Instagram influencer campaigns and provide actionable insights to help you navigate this ever-evolving landscape effectively. In the bustling world of digital marketing, Instagram has emerged as a powerful platform for brands to connect with their target audience in the Philippines. However, not all influencer campaigns on this popular social media platform yield the desired outcomes. Understanding the underlying reasons behind these failures can provide valuable lessons for marketers. From lack of authenticity and poor audience targeting to ineffective content strategy, there are several factors that contribute to the downfall of Instagram influencer campaigns. By recognizing these pitfalls and implementing effective strategies, you can maximize your chances of success and achieve your marketing goals in the Philippines. Importance of Influencer Marketing In today’s digitally-driven world, social networking sites (SNS) have become an integral part of our daily lives, transcending the status of mere infrastructure. The rapid growth of “influencer marketing” has led to its widespread adoption by companies as an effective marketing strategy. With the increased ability of individuals to share information, “good things” and valuable insights can now spread organically without relying solely on companies. This phenomenon, coupled with the emergence of new economic zones like the “creator economy,” has intensified the use of influencer-centric information strategies, revolutionizing traditional business trends. In line with this shift, search engine preferences have also pivoted towards SNS searches, altering people’s purchasing behaviors. As of April 2022, the number of monthly active Instagram users in the Philippines has surpassed 33 million, illustrating the expanding market size and the growing significance of influencer marketing. Considering the current landscape and underlying context, you might be apprehensive about starting now or assume that you have missed the boat entirely. However, it is worth noting that the influencer marketing market in the Philippines is still relatively immature. While countries like China and the United States have already embraced concepts such as live commerce, experiencing notable success, Japan has yet to fully tap into its potential. The scarcity of companies possessing adequate know-how and achieving remarkable outcomes indicates the low level of understanding Japanese businesses have regarding influencer marketing. Selecting influencers haphazardly and implementing ineffective measures have led to numerous failures. It is crucial to recognize that influencer marketing requires considerable effort. Therefore, the initial step towards achieving favorable results lies in acquiring accurate knowledge about this dynamic field. Understanding the causes of failure and embracing the golden rules of success is essential for companies seeking to navigate the influencer marketing landscape. Why Influencer Marketing Fails Influencer marketing has the potential to rapidly expand brand awareness and deliver exceptional cost performance if executed effectively. However, many companies in the Philippines struggle to achieve success with influencer marketing campaigns. Let’s explore the reasons behind these failures and how you can overcome them. [Cause 1] Appointment Based on “Likes” and “Followers” One of the main causes of influencer marketing failures is the reliance on the number of “likes” and “followers” when selecting influencers. While these metrics indicate an influencer’s recognition and popularity, they don’t necessarily guarantee that your posts will reach the desired audience. It’s important to consider the quality and relevance of an influencer’s followers. Some followers may not align with your target demographics or interests. Moreover, the authenticity of follower numbers can be questionable, with instances of inflated or fabricated follower counts. To achieve desired results, it is crucial to look beyond superficial metrics and consider the genuine connection an influencer has with their audience. [Cause 2] Limited Influencer Engagement Another reason influencer marketing efforts fall short is the engagement of only a small number of influencers. To drive sales, it is essential to increase brand recognition. This can be achieved by collaborating with a wide range of influencers, generating a substantial number of posts that reach a larger user base. The lifespan of individual Instagram posts is relatively short, as new content constantly emerges. To capture users’ attention and create a sense of familiarity, a sufficient number of posts is required. According to the “Seven Hits Theory” often referenced in influencer marketing, a brand becomes recognizable after three contacts, and the likelihood of purchase increases after seven contacts. By engaging numerous influencers and increasing the frequency of posts, users will develop a sense of familiarity with your product, ultimately driving purchases. [Cause 3] Lack of Cost Breakdown Understanding Outsourcing influencer marketing campaigns can be costly, as agencies often charge a commission. The agency fee is typically calculated based on the influencer’s follower count multiplied by a predetermined amount, known as the “follower unit price.” However, each agency independently sets the specific amount, leading to opacity and potentially inflated costs. In many cases, companies find that working directly with influencers results in lower expenses. When considering agency services, it is crucial to thoroughly understand the breakdown of costs and compare them to the direct engagement with influencers. The Golden Rule for Successful Influencer Marketing To achieve success in influencer marketing in the Philippines, it is crucial to focus on maximizing target reach while keeping costs low. There are three essential rules to follow in order to accomplish this effectively. [Iron Rule 1] Understand the Key Metrics When engaging in influencer marketing on Instagram, it is vital to pay attention to three metrics: “reach,” “save,” and “clicks/website taps.” These metrics play a significant role in driving results and sales, and they can also serve as key performance indicators (KPIs) in influencer marketing campaigns. To accurately measure effectiveness and calculate cost-effectiveness based on these metrics, a thorough understanding of each indicator is essential. Let’s delve deeper into each metric: Reach : The reach number represents the count of unique users (UU) who have viewed a post. In other words, it indicates how many times a post has been seen by users. Unlike other platforms, Instagram does not provide a straightforward view count for posts. Consequently, influencers are often selected based on their visible metrics, such as the “number of followers” and “number of likes.” However, the true value lies in the “number of posts seen by users” or the reach. Regardless of the quality of content, if it fails to reach users, it won’t generate any value. Number of Saves : This metric indicates how many users have saved a post. Instagram’s algorithm considers posts with a high number of saves as valuable and in-demand content, leading to a higher likelihood of being recommended to users. By being recommended, the information can reach users beyond the influencer’s immediate followers. Number of Clicks/Website Taps : This metric reveals the number of times links posted in stories, reels, and profiles, such as websites and email addresses, have been clicked. “Number of clicks” measures the transitions from URLs shared in stories or reels, while “Number of website taps” measures the taps on links provided in the influencer’s profile. By analyzing the number of transitions from Instagram to the website (or email address), it becomes possible to track user behavior, including changes in purchase activity due to promotional posts and the number of visits to the website. [Rule 2] Define Influencer Selection Criteria To minimize the risk of failure in influencer marketing, it is essential to establish clear criteria for selecting influencers. These selection criteria can be broadly categorized into four main areas. By considering these criteria along with the “key metrics” mentioned in [Iron Rule 1], it becomes possible to identify the most suitable influencers for a successful campaign. Compatibility with Products : Ensure that the influencer aligns well with the products or services being promoted. Look for influencers who genuinely resonate with the brand and can effectively showcase its offerings to their audience. Attributes of Followers : Analyze the characteristics and demographics of an influencer’s followers. Seek influencers with a follower base that closely matches the target audience for the campaign, ensuring maximum relevance and engagement. Sense of Distance with Followers : Consider the level of connection and engagement an influencer has with their followers. Look for influencers who have built a strong and genuine relationship with their audience, fostering trust and credibility. Power of Expression : Evaluate an influencer’s ability to effectively communicate and engage their audience. Seek influencers who possess excellent storytelling skills, creativity, and the power to captivate their followers through their content. [Rule 3] Implement In-House Influencer Marketing To achieve desirable results with influencer marketing, it is advisable to handle campaigns in-house. As explained in “[Cause 3] I do not understand the breakdown of costs when outsourcing,” the expenses associated with agency-driven influencer marketing tend to be high. In influencer marketing, it is crucial to aim for a significant target reach while minimizing costs. This often requires collaborating with multiple influencers who have a high reach rate. However, engaging numerous influencers through an agency can result in substantial financial burdens. To conduct influencer marketing campaigns at a reasonable cost, it is strongly recommended to establish an in-house approach. Nevertheless, there are several challenges to overcome, such as the difficulties in selecting influencers independently and allocating sufficient resources to manage them. Therefore, utilizing specialized tools to facilitate in-house influencer marketing is highly recommended. Final PopStar Tip In conclusion, achieving success in influencer marketing on Instagram in the Philippines requires a deep understanding of the common pitfalls and implementing effective strategies. Relying solely on metrics like “likes” and “followers” can lead to the selection of influencers that may not reach the desired audience. Engaging a larger number of influencers and increasing the frequency of posts can boost brand recognition and drive sales. By understanding key metrics such as reach, saves, and clicks/website taps, businesses can measure the effectiveness of influencer campaigns accurately. Establishing clear influencer selection criteria, including compatibility with products, follower attributes, sense of connection with followers, and expressive power, ensures the right fit for successful collaborations. Moreover, implementing in-house influencer marketing can help minimize costs and maximize target reach. With the right knowledge and approach, businesses can navigate the dynamic landscape of influencer marketing in the Philippines and achieve their marketing goals. Send us a message  or contact our Team at  contact@pop-star.me  for more information on how PopStar can help your Instagram influencer marketing here in the Philippines.